Holiday Gift Research Gets a Head Start Before Halloween

It seems like it’s never too early for brands to get on holiday wish lists. Consumer brands began tapping into holiday wish lists through YouTube and Facebook videos as early as October this year. Mattel, in particular, saw a 51% month-over-month increase in unique U.S. viewers, driven by numerous videos advertising holiday toy items such as Hot Wheels and Barbie merchandise. Recently released data from Tubular Labs showed that Mattel’s individual accounts for its various brands helped drive the observed increase in unique viewers. Unique viewers for Barbie were up 25% month-over-month, while Hot Wheels increased by 36% and Polly Pocket grew by 110%. Having individual brand channels that serve as both content and product advertising help toy brands like Mattel connect with unique audiences, at scale. This early holiday growth wasn’t limited to only toy brands. Best Buy more than doubled its U.S. audience in October, with a steady stream of product profiles, tech tips and gifting-focused videos. But with the holidays coming up and the seasonal focus of many of the videos, it put more eyeballs on the content. As indicated in Tubular’s latest report, Holiday Content Trends Unwrapped, consumers start researching big-ticket items with a higher price tag (like gaming consoles and other tech products) as early as September and October.

Holiday Gift Research Gets a Head Start Before Halloween

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